Grizzard to Aid Liberty Life Unit With Test Mailing

Grizzard will kick off its new partnership with Liberty Specialized Marketing, a mortgage life insurance unit of Liberty Life Insurance Co., with a 120,000-piece test mailing next month.

The test will be sent to mortgage holders in several states and segmented into 16 different units, said Gary Halperin, vice president of Grizzard, Atlanta.

"We're testing different packages, different positioning and creative, and different lists," he said.

Different packages may include special offers such as free trials, price discounts, premiums or no special at all, he said. In addition, a variety of creative approaches will be tried and lists will be segmented according to the value of the home.

In the test, as in future mail efforts, Liberty Specialized Marketing, Greenville, SC, will partner with a mortgage lender to mail offers to existing mortgage holders.

"Mortgage holders will get a letter from their mortgage institution that encourages people to choose mortgage insurance, and along with that will be information from Liberty Life with more specifics," Halperin said.

Because the test has not yet received all necessary approvals, Halperin would not reveal the name or location of the mortgage lender that Liberty Life will partner with, but noted that it was large and had customers in several states.

The test will involve several mailings and may take up to six months to complete, Halperin said. However, initial results will be available within a month or two after the first drop, and mailings to mortgage customers at other lending institutions may begin as early as three months after the first test drop.

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